Don’t say that “Jelly” is a Metaverse social network, it is a trendy version of WeChat

Played the gel for a week, mine is 50% good

I, a post-90s old aunt, have been playing the jelly app for a whole week.

At the height of its popularity, Jelly topped the App Store’s free chart in China, briefly pushing WeChat to the second place. However, within a few days of the scenery, it has caused heated discussions due to the doll wearing mold, card out code, clothing infringement, user privacy and other issues.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

Picture from @jelly App

On the evening of February 13, the Jelly team announced that it would take the initiative to remove the app from the app store, suspend the entry of new users, and focus on improving the existing user experience. Some netizens who came because of FOMO (fear of missing out) wrote a few product reviews and began to retreat, “I have played this Metaverse social app, it’s not good, I uninstalled it, see you on WeChat.”

Some people like it, some people think it’s bad, and I just want to whisper: Stop saying that jelly is a Metaverse social network!

Metaverse social app? It’s better to say it’s a trendy version of WeChat

The Internet is about to be dazed by the Metaverse.

Since Roblox became the “first share of the Metaverse”, Lizhi said that he is the “sound Metaverse”, Soul wrote the “young people social Metaverse” into the official introduction, and Facebook directly changed its name to Meta. Everything is inseparable from the Metaverse.

In the past 2 or 3 months, several products that claim to be or are called Metaverse apps have appeared in China: Jelly, which became popular overnight, Rainbow Universe, which is “craving for real estate speculation”, Super QQ show in the gray test, ByteDance’s party island, and Baidu’s Xiyang… The core gameplay is inseparable from “face pinching + virtual social networking”.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

Screenshot from Super QQ Show

As an acquaintance social product aimed at young people, Jelly introduces itself as follows:

Gel is a “friendship apartment” that only belongs to you and your best friend. There is no grouping, no shielding, and no three-day visibility. You and your good friends can truly be yourself together. Only 50 close friends are allowed to invite, and restructure your most intimate online space.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

Picture from @jelly App

The official team has never mentioned the Metaverse in the announcement, and in terms of the current gameplay, it is far inferior to the fur-to borrow a sentence once said by editor-in-chief Ai Faner Liu, “like “Ready Player One” The Yuanjue Yuanwei Yuanyu experience scene is still in the sky.”

And I prefer to call it “the trendy version of WeChat”, “the acquaintance version of ZEPETO”, “the resurrected version of Path” and the “face-pinching version of Zenly”.

Friends who have a certain understanding of social products, it is not difficult to see the shadow of these apps from Gel.

First, pinch a virtual doll and dress it up from head to toe. This kind of operation is very similar to ZEPETO, the popular face pinching application in 2018, and the recently upgraded 3D version of the Super QQ show.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

Left, middle and right: Jelly, Super QQ Show, ZEPETO

It is limited to 50 close friends and encourages you to be yourself. It is easy to reminiscent of Path, which used to be a private social network and inspired WeChat Moments. In a world of information overload and social fatigue, the idea Path proposed in 2010 still seems to be a pain point.

Whether it’s cooking, shit, fishing or emo, the virtual doll will do it for you personally. The function of setting the state in the gel app can be said to be a 3D immersive version of the WeChat state, but it is much more three-dimensional and interesting.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

Left: Gel avatar. Right: WeChat status villain.

Double-click and poke the jelly virtual doll, and the TA will also give you the corresponding animation response (such as the milk tea almost fell to the ground, the phone almost didn’t hold) and vibration feedback. Does it also sound like WeChat’s “Pa Yi Pai”?

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

The plog function that encourages you to “share less pictures and share more” is similar to the WeChat Moments we send every day, but Jelly hopes you live in the moment and only publish photos of the day.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

In addition, there is a function of providing text search emoticons in the chat dialogue, which is convenient for fighting pictures, which is also very WeChat.

As for sharing location and mobile phone battery with friends, “what are you doing” asking for a photo response is not new. It comes from Zenly, a social product acquired by Snapchat in 2017. On Xiaohongshu, Zenly is often referred to as a “chagang artifact” by couples.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

Left: Gel. Right: Zenly.

Although most Internet products have grown up by borrowing and surpassing, integrating a bunch of “star features” does not guarantee that they will win the hearts of users. The most eye-catching point of the gel is that its character modeling is delicate, and the design style hits the popular aesthetics of young people.

The overall tone is bright, and it is also packaged with the concept of a fashionable blind box. Click on your friend list to see, everyone is a “tidy to rheumatic” figure, displayed in a virtual acrylic shelf.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

Feel it? The whole app brings out a playful attitude that belongs to Generation Z.

The end point of all social platforms is WeChat and QQ?

Gel certainly has its problems.

In the article “Reaching to the top of the App Store free list, what magic does gel have”, my colleague Sean pointed out that he encountered imperfect experiences such as “lack of user guidance”, “friends often get hot on the phone”, and “poor network connection”. . And the issues of clothing infringement and user privacy leakage that netizens are concerned about need to be handled seriously by Gel.

The most common question about this overnight popularity product is still: users are attracted, how to keep them?

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

The migration of acquaintances’ social relationships is indeed much more troublesome than I thought.

The first is that it is very laborious to mobilize friends to use it. I need to exhaust my lips to explain to my friends what gel is, throw out screenshots and video recordings to prove cute and fun, and answer a series of their doubts at the same time – is WeChat group not enough? Can’t you use the circle of friends group? Why download another app on purpose?

This once made me feel like I was “The Foolish Old Man Moves the Mountains”.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

In the end, I managed to “move” 12 WeChat friends to Jelly.

But freshness is like the ebb and flow of the tide, it comes and goes quickly. In just one week of soaking in the gel, my friends changed their clothes frequently, interacted happily, and gradually became quiet.

Our avatars used to poop together, sleep together, and soak their feet together. But now, half of my friends have forgotten their puppets in the app. The user did not actively update the status, and the virtual doll was no longer full of emotions. The TAs walked silently in the home square and looked at their mobile phones, waiting for the owner to come online and call.

A friend who was born in 1997 @大张伟’s licking dog asked me on WeChat: “There are still people using it…why don’t you uninstall it?”

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

Jelly friends who used to be fond of playing villains

Internet product observer Liu Fei once made an analogy, saying that socializing with strangers is like a cafe, bar and square, while socializing with acquaintances is like a telephone and address book.

In a recent tweet, he pointed out that socializing with acquaintances is for communication efficiency (or communication experience, communication quality), and WeChat has calls or videos in a synchronous state, as well as graphics or voice messages in an asynchronous state. Covers most scenarios. The gel only solves the existing problems in the circle of friends to a certain extent, and does not bring long-term value and motivation for people to “open a separate app to browse.”

This dilemma isn’t unique to gel, either.

In 2019, ByteDance launched “Multi-Flash”, and in 2020, “Huayin” hatched by the former WeChat product director was launched. Both products aimed at young people and acquaintances to socialize and became popular overnight, but in the end they were no match for WeChat and WeChat. QQ network effects.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

I want to break through the post-00s and make a video of “video text messages”

Young people who are “greedy for the new and hate the old” are still looking for a place to socialize

Although the iron-clad WeChat and QQ are popular social challengers for acquaintances, there are still opportunities for new products.

In the opinion of Auntie Ran, who has 10 years of experience in Internet products, “the aging of the social network of acquaintances is the only opportunity.”

She cited an overseas example: Snapchat was a social product that once made Facebook, with a monthly life of 3 billion, facing a formidable enemy. The reason why it can attract young people to get together and play, one is Snapchat’s innovative gameplay of “photographing and socializing + 24 hours of reading and then burning”, and the second is that parents flocked to Facebook in large numbers at that time. Socializing here, WeChat has become uncool.

If you want to cut into the social field of acquaintances in China, it is the only opportunity to focus on the post-00s and post-10s.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

Today, Snapchat is still one of the most popular apps for teens in the U.S.

How can the future Jelly keep these young people who are “greedy for the new and hate the old”?

In the past few days after taking the initiative to take off the shelves, Jelly has updated some new clothing combinations, and also added the “overtime” status. However, this kind of update must be maintained continuously and frequently in order to satisfy users who like to pinch their faces and change their clothes and are greedy for freshness.

In addition to technical and privacy issues, young people who are tired of playing jelly also complain that it has a single function and not many interactive scenes. “When friends don’t update, there is no motivation to continue playing.” And the mode of socializing with close friends may limit the size of users.

Take Path, which once garnered the attention of Silicon Valley and was offered by Google for $100 million. Although its interface was gorgeous and the interaction was silky at the time, it subverted Facebook’s model of turning social networks into a public square, but in the end it was shut down in 2018 because of slow user growth.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

Path 1.0, private social logic inspired the later WeChat Moments

However, now there is a very interesting phenomenon: on Weibo Chaohua, Xiaohongshu and other platforms, searching for “jelly” can see a bunch of posts asking for “Internet Neighborhood”.

You may think that young people are messing around, and the friends added in this way completely violate the acquaintance social intention of the app setting “limited to 50 close friends”. But some of the friend-seeking posts have begun to have a taste of meeting like-minded people and seeking a sense of community belonging.

Some people want to add friends to show OOTD (everyday wear), some people point out that the sand sculpture chatter will come and share their daily life, some people want to learn to supervise each other together, and some people are dressed in punk rock to find music lovers.

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

*Reminder: Remember to turn off privacy settings such as location sharing when adding unfamiliar friends

Of course, there are also nonsensical operations such as pooping on friends:

Don't say that "Jelly" is a Metaverse social network, it is a trendy version of WeChat

*Reminder again: Remember to turn off privacy settings such as location sharing when adding unfamiliar friends

These behaviors of young people are like taking the initiative to play an acquaintance social app into a community of interest, or even socializing with strangers. This may open up the gameplay of jelly, or bring inspiration to the official team for subsequent operations.

In an organic community, in addition to products and operations to create value, there must be user behaviors to verify value & discover new value.

Just like “Animal Crossing”, at first you thought it was just a farming game for fishing and coffee, but who would have thought that it would become a social scene such as fireworks displays, graduation ceremonies and weddings during the epidemic?

Will the gel stop small and beautiful like Zenly? Will it become a “monthly throw” product like ZEPETO? Even, will it be gradually forgotten by users like Path?

Everything is waiting for it to solve existing problems, optimize functions, and get back to the shelves. It is entirely possible that it will become another virtual playground for young people, but it is too early to say that it will replace WeChat and QQ.

In addition, Liu Fei also reminded that social products for acquaintances should not only focus on “beating WeChat”.

Socializing is dependent on an underlying fun. The social attribute cannot be established by itself. It is interesting or a good experience to establish social dependence (drinking coffee, playing board games, playing mahjong, building an island).

Instead of thinking about how to defeat WeChat and thinking about “what other ways to socialize with acquaintances”, it is better to think about “what other ways to make people socialize”.

Posted by:CoinYuppie,Reprinted with attribution to:https://coinyuppie.com/dont-say-that-jelly-is-a-metaverse-social-network-it-is-a-trendy-version-of-wechat/
Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.

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